Cannes Lions recently announced the launch of Lions Entertainment, a new stream
which galvanises sound and vision to bring together brands and creators,
recognising engaging content through the new Entertainment Lions and
Entertainment Lions for Music.
Cannes Lions 2016 will take place across eight days from 18 to 25 June and will
encompass Lions Health, Lions Innovation and the new Lions Entertainment.
The Lions Entertainment programme will bring together the platforms that are
reinventing consumption, the labels and studios adapting to channel disruption and
the brands that have created authentic, compelling content. At the core of Lions
Entertainment are two associated Lions which will identify and celebrate the work:
the Entertainment Lions and the Entertainment Lions for Music.
According to Philip Thomas, CEO, Lions Festivals, the Entertainment Lions will
replace the current Branded Content & Entertainment Lions to “concentrate on
what’s important.’
“The category has grown exponentially since launching four years ago, but it’s no
secret that Branded Content & Entertainment has seen two years without a Grand
Prix,’ continued Thomas. “Customers are telling us that entertainment is a huge
part of the industry and that work has to be more creative, so we’ve made the
decision to reflect this, shine a spotlight on Entertainment and re-examine what it
takes to make content that cuts through.’
Jae Goodman, who is chief creative officer and co-head of CAA Marketing, and
winner of the 2012 Branded Content & Entertainment Grand Prix, says,
“Entertainment Lions reflect the necessity for marketers to shift away from creating
content that interrupts the entertainment, and toward creating the entertainment
itself. Of course, entertainment from a brand needs to be more than entertaining, it
needs to accrue to the brand’s benefit and drive business results. The brands and
agencies who win this category will show us all the near future of marketing.”
In year one, the Entertainment Lion will cover all forms of audio-visual
entertainment, live experiences, gaming, sport and more. Because music is such a
huge part of the equation, the festival has created a dedicated Lion, with its own
specialist jury. “This is something that has been campaigned for and designed by
the music and creative industries. The vision is that as more branches of this
dynamic industry matures, other areas currently under the Entertainment Lion may
become significant enough to follow suit with further dedicated Lions. We are very
much looking to evolve with the industry,’ says Thomas.
Adding to this, Russell Wallach, president, Live Nation Media & Sponsorship
remarks, “The power of music to create memorable brand experiences when artists
and marketers partner is a testament to how well entertainment and advertising fit
together. The introduction of Lions Entertainment is the next logical step.’
Lions Entertainment will take place during Cannes Lions on 23 and 24 June 2016 in the Palais des Festivals, Cannes, France. Entry to Lions Entertainment will be available as a standalone pass, and is included in the eight day classic pass.
Registration for Cannes Lions opens on 14 January 2016 and entries will be accepted from 21 January 2016.
